COM 584 PR Campaigns

Inspirations, deep thoughts, surprising insights, or random ideas on how social media intersects PR.

The Content Crisis

Today, we are drowning in content. We are exposed to the media almost 24 hours a day seven days a week, so how as a business or brand can we break through and have our content stand out? Why do some companies work as hard as they can producing content and engaging with users, but not get anywhere? The author of The Content Code, Mark W. Schaefer answers that question beautifully with, “Because you’re living in yesterday’s world.”

We live in a “now” society that is producing new content every second, so how do we manage the ever-changing media? As someone who has already begun helping businesses create content for social media, I have started to understand how hard it is to produce great content in order to be successful online.

We have come so far from the days of the AOL dial up connection tone in 1987 to Twitter in 2006. Now social media sites like Twitter are used for political polling, defining consumer sentiment, creating buyer personas and even helping with the traditional Nielsen television rating system. “Every time there has been a technological breakthrough, the amount of content people consume gets a lift.” The statistics are scary, today the average adult in the Western World consumes content 10 hours a day. This is why being active and engaging when creating content is so important for businesses. To me, this technological advancement is the most interesting in the study of public relations. The advertising and public relations field is one that is changing constantly and we as the advertising and public relations professionals have to be changing with it.

Creating content is very important, however engaging with users and your customers is even more important. It is one thing to just post online, but it is another to interact with people and be memorable. Sadly, there is no way to predict what will go viral, but Schaefer says the best way to try is to be characteristically “human”. We must learn how to be “human” again when creating content in order to be successful in this field.


One comment on “The Content Crisis

  1. michellepaltan
    January 25, 2016

    Because of our age group growing in between the generation y and millennial era, we have an advantage in that we know what pre-social media and post-social media life was. I feel as you stated growing up from AOL dial-up to iPhones and google glasses we understand the importance of connection and having that available at all times. This is a business advantage unlike any other time before us has seen and I think Mark Schaefer does a good job at answering our fears at producing content that will ignite rather than just be apart of the noise.


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This entry was posted on January 24, 2016 by in Chapter 1, Introduction, Uncategorized.

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